Gap Inc. Rolls Out "Bridgette" AI Hiring Guide for Holiday Season

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Gap Inc., the owner of Old Navy, Athleta and Banana Republic as well as the Gap brand, has developed an AI career guide named "Bridgette". The company announced the tool in a press release as it prepares for seasonal hiring.

Bridgette helps job seekers find and apply for roles across the group's brands. It answers common questions, schedules interviews, sends reminders and gives candidates information throughout the process. The tool runs on technology from Paradox and Workday Recruiting.

Gap expects around 200,000 seasonal applications. The tool was built partly to free store managers from the administrative side of recruiting.

Pilot numbers

Since June, Gap has tested Bridgette at more than 100 stores and six regional distribution centers. Nearly 45,000 people have used it, and it has scheduled over 7,000 interviews.

The company is hiring full-time and part-time seasonal staff for stores and distribution centers. It did not immediately say how many positions it hopes to fill.

"Holiday hiring moves quickly, but the experience should still feel personal," said Amy Thompson, chief people officer at Gap Inc. "We're using AI to remove unnecessary friction for candidates and our teams so they can connect faster. Technology can help manage the repetitive coordination behind hiring, while our people stay focused on the conversations and decisions that build great teams."

Retail hiring overall may be slower this year. Challenger, Gray & Christmas projects that U.S. retail seasonal hiring could fall 2.5% from a year earlier to about 450,000 new jobs in the fourth quarter. The National Retail Federation expects retailers to hire between 325,000 and 375,000 seasonal workers, against 265,000 to 365,000 a year earlier.

Gap is using AI on the shopping side as well. It recently introduced Alta Daily, which suggests outfits based on a customer's budget, schedule and local weather forecast. Another tool, Daydream, offers outfit ideas from users' search queries and products across the group's brands.

In its second quarter, Gap Inc. net sales fell 2% from a year earlier to $3.7 billion, and comparable sales slipped 1%. The Gap brand reported a 9% rise in net sales to $844 million and a 10% gain in comparable sales. Banana Republic net sales grew 1% to $478 million, with comparable sales up 3%. Old Navy net sales fell 4% to $2.1 billion, with comparable sales down 4%. Athleta net sales and comparable sales both dropped 12%.

Source: HR Dive